Skype secures TV show placement deal with Crystal Entertainment

Skype has partnered with Crystal Entertainment to introduce Skype calling into television programmes.

Skype logo
Skype logo

The company says the deal is intended to “spearhead its entry into the broadcast content and talent arena in the UK.”

The relationship will focus on promoting real-time Skype video calls and other products that offer new ways to connect with people around the world.

A first deal has been secured to help ITV1 integrate Skype video into This Morning’s Cook in! show.

Skype will be used to provide high quality real-time video connections with people at home to enhance viewer engagement in an easy and affordable way.

The company says that in addition to integrations within existing and newly commissioned TV shows, it is eager to explore ground-up formats based around real-time video.

Jonathan Watson, Skype’s head of marketing for EMEA, says: “We are keen to develop broadcast opportunities that will help bring the benefits of Skype to life for the millions of people in the UK who do not have a good understanding of how wonderful and useful it is.

Gideon Joseph, director of Crystal, adds: “Skype is brilliantly suited to integration within Television shows with emotional communication at their core. I have no doubt we will see its use more and more across the entertainment world given its ability to reduce production costs and its unique flexibility to deliver content from anywhere around the world.”

Meanwhile Skype has refuted reports that it is looking for a creative agency to handle a global ad brief.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here